Prasan Firodia to IAB – Next gen Force SUV on back burner, priority for network expansion

Posted on: Aug 31, 2013 - 4:57pm IST

We spoke to Mr. Prasan Firodia, Managing Director of Force Motors about a flagship SUV the company announced during the One’s launch in 2011, and to be positioned above the Force One.

Force One EX
Force Motors revamped the Force One range recently adding further variants.

This is what Mr. Firodia told us –

As of now we are not really progressing on our next gen SUV. The concepts are very clear to us, the drawings are done, a lot of CAE work is done and the protos [prototypes] are done but we have put it on the back burner. We started with a single variant, started with a very limited network and now we have 3 or 4 variants of the Force One SUV and we have 3 variants coming out on the Gurkha. We first want to build our network, our variants, so that we’re able to penetrate further and faster, but once we do that we’ll go into the second phase.

Force MPV spied
Reader Rishikesh Mavinkurve spotted the Force MPV on test, which is nothing but the 1996 Mercedes Vito van.

From what we understand, Force Motors would like to have their planned dealerships in place before launching the new SUV. The company which earlier announced an MPV for 2014, has confirmed that the launch has been delayed to the first quarter of 2015. Mr. Firodia said that the general slowdown in the auto industry is the reason for the delay of the MPV. The MPV in question is the 1996 Mercedes Vito Van which Daimler is licensing to Force Motors.

Next would you like to read more about the or more about Force Motors?

One thought on “Prasan Firodia to IAB – Next gen Force SUV on back burner, priority for network expansion

  1. k s pradeep says:

    as every one knew this din’t worked out in favor of force motors. After all these dilly dallies in bangalore I have just come across a limited no’s of the SUV.The prime reason of the failure is nothing but the under estimation of the buyer’s depth of the foreign brands.above all no one was crying for these over sized juggernaut and the cameo of the endeavor failed to capitalize the imagination of the honcho’s or the real estate starlets who are the one’s welcoming any SUV with a red carpet. Gone is gone.Better late than never. To prove this launching the Trax in more vibrant appealing to the urbanites as on record the Force motor’s duly concern towards the rural segment should change at once and the Gurkas new version is bland bland just as fitting with a ready made kit that’s it.Let them go back to the history and see the real Gem in their heist.The original mammoth Trax should be re-launched for a turn around and for a trick with the SUV a shorter wheel based in the lines of the Ford’s Broncho or the Tata Seirra would be an welcome change.


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Anjan Ravi

I'm a true-blooded petrolhead. Hope you enjoy our news stories, launch coverages, motorshow coverages and test drive reports.